Earlier this month, we noted that Apple had updated its marketing guidelines for App Store developers. For the first time, developers are now able to promote apps using non-black iPhone screenshots. At the time, we highlighted that marketing material for the gold iPhone 5s was absent from the new rules.

The company further explains the gold iphone's omission, stating:

Feature only the most current Apple products in the following finishes or colors: iPhone 5s in silver or space gray, iPhone 5c in white or blue, iPad Air in silver or space gray, and iPad mini in silver or space gray.

As MacRumors first noted, “Apple has been heavily promoting the gold iPhone 5s in its television and print advertising for the iPhone 5s, and thus it appears that Apple prefers to keep focus on the distinctive color to itself.”

Of course, another reason could be the continued weak supply of the gold iPhone 5s. Five weeks after its debut, the model remains nearly impossible to find.

Mashable
is a global, multi-platform media and entertainment company. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.